Old Spice Analysis

1. OLD SPICE
BOBBY GUTTERIDGE

2. HISTORY OF OLD SPICE
• In 1937 a product called old spice was introduced to the market for women an
then it was followed by a edition for men 1938. The Old Spice products were
manufactured by the Shulton Company that was founded in 1934 by William
Lightfoot Schultz.

3. ANALYSIS
AIMS OF THE CAMPAIGN
The aims for the campaign
is to make you feel
empowered and have a real
sense of power and feel
really macho. And also
make you feel as if you are
abroad and relaxing on the
beech.The dates it came out
was 2014
The scene has has been set
by old spice as a relaxing
paradise on the due to the
light pastel toned colours
creating setting of comfort
and relaxation. The
representation continues
through the gender of a
man implying that a man is
the mist dominant and best
gender due to the screen
time he has got.
Also the ethnicity of the man
shows they are not against
people from different back-
grounds and inclusive for
everyone due to the ever-
growing multicultural city of
London, They need to include
other ethnicity that are not the
majority. Also the outfit he is
wearing is normally associated
with a middle class person due
to the clean white tailored
trousers and nice shirt.
Also the colour red hints at the
dominant colour and powerful
to hint at the male gender is
the best.
However this can be seen as
extremely feminist due to the
exclusion of the female
gender.

4. Questions to answer
1. How was Old Spice traditionally advertised? Find 6 old print adverts and save them
2. What are the similarities / differences (old and new ads)? The new ads have a new ethnic actor compared to the white male actor before.
3. How did the new campaign fit with this historical strategy? Still keeping the theme of being on a beech and relaxing and feeling
empowered.
4. Which products/companies were the main competitors and in what ways? Imperial leather and brut.
5. What techniques are employed in:
● The TV commercials / The print ads / The Social Media campaign- male strength and domination through= the male species.
5. What social and cultural issues are raised by the campaign? That it is feminist due to the lack of females.
6. Who is the actor (Isaiah Mustafa) in this campaign? Why was he chosen? To show a range of ethnicity and shows the changing environment in
the country.